...Devika Vashisht Purpose To determine the impact of advergame specific factors on players’ brand recall and brand attitude by conducting two experimental studies. Design/methodology/approach Two 2 × 2 × 2 experiments were conducted in this study. Findings Individuals with high-cognition...

...Mona Jami Pour; Zohre Kazemi; Hossein Moeini Purpose Advergames have attracted the attention of scholars and practitioners as a new way of increasing customer engagement and advertising effectiveness. Gamified ads provide an exciting and persuasive environment for customers rather than non...

...Mona Jami Pour; Sahar Sadeghi; Elahe Yahyaei Purpose Advergame as a new approach in advertising has recently attracted the attention of many researchers and practitioners. Despite the growing investment, managers still do not have a comprehensive understanding of the success factors of advergames...